Advertising display device



April 2, 1935. E. w. GROSS ADVERTISING DISPLAY DEVICE Filed Oct. 25, 1934 Fijqj F All I .I l ll Jul/810301 Patented Apr. 2, 1935 TUNITEDRTISTATES- ADVERTISING DISPLAY DEVICE- Ernest W. Gross, WinchestenMass. r 7 Application October 25, 1934, Serial No. 749,944'

s Claims. (01. 10 17)- My present invention relates to improvements in holders for signs or like advertising displays.

Advertising depends to a large extent for its success on the recurrent presentation of the advertised product. Its effectiveness is also closely related to the manner of presentation which has had a tendency towards unwarranted extravagance.

Advertising has achieved a meritorious development in that the attention of the public is now attracted through such media as news and historical data which are generally illustrated. This development differs fundamentally from present advertising practices not only because of the changing nature of the media, but also because the media of attraction is set apart from the advertising data.

The use of illustrated news or like non-advertising data which to be effective must be daily or regularly replaced or interchanged requires that such media be treated as inserts. It is one object of my invention to provide a holder which is adapted to receive these inserts readily and without defacement and to present them to the public as a neatly and securely mounted display.

I also provide a holder utilizing the area normally covered by the inserts as a permanent display consistent in tenor to the inserts such as historical data or information relating to the origin, development, and manner of making the article advertised. Myholder is so constructed that this data will be set off from the advertising matter and appear, when uncovered, as a permanent display.

As a large number of holders must be used, the unit cost is of great importance. I have overcome this problem by providing a holder that may be stamped out of desired sheet material permitting holders of this type to be inexpensively manufactured without sacrifice to appearance and quality.

These advantages and others that will be apparent from the accompanying specification demonstrate that my display holder has permitted the successful use of displays of the kind suggestecl.

In the drawing and specification I have shown and described a simple embodiment of my invention, and in the drawing:

Fig. 1 is a view of the cut-out blank for my holder.

Fig. 2 is a view of the completed holder with a display inserted but partially broken away to illustrate the use of the several zones, and

Fig. 3 is a sectional view of a somewhat modi lied form showing the unobstructed insert guides. A typical holder requi'resan area' of sufficient size to receive an insert upon which oneor more complete items are legibly printed. For'themo'st displays, I have found that a holder having (11- I 5 mensions of two feet by two feet is satisfactory. I make my holder by stamping outa sheet of metal with areas A, B, C and D. As the insert occupies substantially three-quarters of the total area and is essentially of relatively flimsy material, it will be apparent that problems of marginal support are present.

According to my invention, I bend over the areas A to form lateral guides 2 for the insert i. The areas B are then bent to overlie the lower portions of the guides 2 to provide a bottom guide 3 for the insert l and to permit the guides 2 and 3 to be interlocked. The guides thus formed present passages for the edges of the insert l which are free from obstructions, thus eliminating the possibility of tearing or wrinkling the insert display I while it is being put in or removed from the holder. I

The side guides 2 extend substantially three quarters of the length of the holder and define the area C to be covered by the inserts I. Just above the area C I provide spring clamps 4 which are pivotally mounted as at 5 so that after the insert has been partially confined by the guides 2 and 3, the clamps 41 may be pivoted to bear against the unconfined margin of the insert l.

I provide a groove 6 which is adapted to receive the bearing surface 4 of the clamp 4 to hold the display or insert I. The groove 6 also, with the guides 2 and 3, define the area C definitely, and the guides 2 and 3 and the groove 6 may be similarly colored. Preferably, the groove 6 is of a sufficient width so that when it is painted and a narrow strip of the area A above it similarly colored, a band of coloring will surround the insert I as a frame and this will be substantially in proportion with the guides 2 and 3.

I preferably provide the area C withpermanent data of the type suggestedso that the whole area of my holder will be utilized when an insert or display is not in place. Thus, whether or not the insert 1 is in place, the data used to attract the attention of the public will be clearly set off from the area D.

The area 0 is used to display the nameof the product and the name of the manufacturer or dealer so that the source of the interesting display data may be known.

' In Fig. 3, I have shown a slightly modified form of holder. In this I bend over the upper end of the area D to form a shield 1 which not only serves to protect the insert I but also serves to conceal screws or other means of securing the holder to any surface, and in case the display is illuminated may serve as a reflector for the light used.

By my invention I provide a holder which may be economically made and which provides an adequate support for inserts of the type suggested. Because the media used is. so distinctly set apart from the advertising data, the attractiveness of the holder serves to enhance the merits of the conservative advertising of the nature suggested.

What I therefore claim and desire; to secure by Letters Patent is:

1. A holder for relatively large and flimsy in serts, comprising a Wall having sideand bottom guides to receive the inserts, said guides being free from obstructions and pivoted clamps adapted to be positioned to hold the unconfined margin of said insert when said insert is in place and said wall being formed with a groove defining with said guides an insert zone, said groove and said clamps cooperating to hold said insert in place.

2. A holder for inserts comprising a wall having side and bottom insert guides and pivotally mounted spring clamps adapted to be positioned to hold the unconfined margin of said insert when said insert is in place, said wall being formed with a lateral groove defining with the upper ends of said guides an insert zone and cooperating with said clamps to hold said insert in place. p

3. A holder for inserts comprising a wall having side and bottom insert guides and pivotally mounted spring clamps adapted to be positioned tohold the unconfined margin of said insert when said insert is in place, said wall being formed with a lateral groove defining with the upper ends of said guides an insert zone and cooperating with said clamps to hold said insert in place, the upper end of said wall being bent upon itself to form a shield and to conceal attaching means.

ERNEST W. GROSS. 

